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ELSI revisits Clean Beauty with a personalized, microbiome-friendly solution

Founded exactly a year ago by Elsa Jungman, a French entrepreneur based in San Francisco, young brand ELSI targets sensitive skin issues, which concern 50% of the American population, but are still poorly addressed by the standard market offering. Elsa Jungman, PhD in Skin Pharmacology, defends the minimalist movement – less ingredients, more transparency – to preserve both the environment and the skin microbiome. Recently released, the first product of the range is a moisturizing serum, which only contains three ingredients. In the long run, the concept is aimed to offer a personalized solution based on a subscription system.

ELSI recently launched a moisturizing serum composed of three ingredients...

ELSI recently launched a moisturizing serum composed of three ingredients only

The ELSI startup aims to shake up the American Clean Beauty model – they recently won the French-American Entrepreneurship Award. “In the US, there is no dermocosmetics culture, like in France. So, we aim to help most consumers with a sensitive skin, because they feel a bit confused,” explains Elsa Jungman, the brand founder. Launched last May, the moisturizing serum composed of three ingredients meets the demand of a community the brand identified over a year on Instagram, and which already counts 10,000 followers. The product is available online and has already been ordered in over 40 States.

In return, the young entrepreneur collects consumers’ data to get as close as possible to their expectations and set up the second part of the project.

Elsa Jungman, founder of the ESLI Beauty brand

Elsa Jungman, founder of the ESLI Beauty brand

Following the model developed by Stitch Fix, a dynamic American startup which, every month, offers a range of clothing adapted to their subscribers’ tastes in a box, based on a questionnaire, ELSI aims to collect data based on their users’ feedback in order to offer skincare products adapted to sensitive skins and optimized depending on the issues, lifestyles, and seasons.

As a complement, the company aims to conduct investigations on the skin microbiome of its “love community” of volunteers across the country.

The startup has launched a fundraising campaign for its non-standard cosmetics model to develop over the next few months.

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Kristel Milet

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